The city's 14 gaming venues reaped more from their machines than the $99.9 million Hume Council collected in rates in 2010-11.

The gaming venues with the highest intake were in Tullamarine, Coolaroo and Fawkner.

Monash University gambling researcher Charles Livingstone said problem gamblers were still losing at high levels.

The highest losses continue to be focused in areas of great disadvantage that could least afford it, such as the western suburbs.

Victorian gamblers lost $2.65 billion on pokies in 2010-11, up more than $50 million on a year earlier.

Dr Livingstone said measures such as low-intensity machines with maximum bets of $1 and maximum prizes of $500 or less and removing ATMs from gaming venues would give people more control.

An Australian National University survey last month of more than 1000 people found four in five believe gambling is dangerous for family life and seven in 10 want it to be more tightly controlled.

Seven in 10 named pokies as the most likely form of gambling to be associated with problems.

Hume Council director of city communities Margarita Caddick said while some people could gamble responsibly, the council would be concerned when gambling was no longer for entertainment and pleasure and became a problem.

"When gambling plays too big a role in a person's life it hurts them, their family, friends and the people who care for them."

Gamblers Help Northern's free and confidential service operates from 9am-5pm, 1300133445.

Emergency crisis calls are directed to the 24-hour Gamblers Help line, 1800156789.